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This month, WUA let 1.200 consumers orientate themselves through both desktop and smartphone on taking out a health insurance for the year of 2019. Independer.nl came out a winner: the comparison website got a Digital Sales Score of 29. With an 8-point difference, CZ.nl followed closely and ZilverenKruis.nl ends up third.

The best customer experience, which is summarized in the Digital CX-Score of 66, is achieved by Consumentenbond.nl on desktop. On smartphone, FBTO.nl comes out a winner with a score of 68. On desktop, winner Independer.nl can be found on the 7th spot with a CX-Score of 63. CZ can be found in the same CX-ranking on a 6th spot when it comes to desktop, with a same score of 63.

  • Digital Sales Score
    Study:Health Insurance
    Measurement date: November 2018
    Country: Netherlands
  • Totaal Desktop Mobiel
  • 1 Independer.nl 29 27 31
  • 2 CZ.nl 21 20 22
  • 3 ZilverenKruis.nl 20 18 23
  • 4 DSW.nl 17 17 17
  • 5 Consumentenbond.nl 16 17 14
  • 6 Menzis.nl 14 16 11
  • 7 Unive.nl 13 13 14
  • 8 VGZ.nl 13 12 14
  • 9 FBTO.nl 12 11 13
  • 10 DeFriesland.nl 12 9 15
  • 11 Zorgwijzer.nl 12 13 10
  • 12 Anderzorg.nl 11 11 11
  • 13 Ditzo.nl 10 9 11
  • 14 Interpolis.nl 10 9 11
  • 15 ZorgenZekerheid.nl 10 11 8
  • 16 Bewuzt.nl 10 8 11
  • 17 ZorgKiezer.nl 8 8 9
  • 18 OHRA.nl 8 8 7
  • 19 Pricewise.nl 7 7 7
  • 20 Rabobank.nl 7 9 5
  • 21 Zorgverzekering.net 7 8 5
  • 22 Promovendum.nl 6 7 5
  • 23 ZEKUR.nl 6 8 5
  • 24 ZorgverzekeringHEMA.nl 6 8 4
  • 25 hoyhoy.nl 5 4 7
  • 26 Overstappen.nl 5 4 5
  • 27 NN.nl 4 7 0
  • 28 Just.nl 3 3 4
  • 29 Vergelijkjezorgverzekering.nl 2 2 3
  • View full list
  • Highest total score
  • Highest score on device

Insights Update Health Insurance

Get free high-level results in the Insights Update Health Insurance November 2018
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High Conversion percentage in health care research

Most providers end up with a conversion percentage somewhere between 10% and 30%. However, there are some outliers regarding this market. Independer.nl for instance with a Conversion of 43%. The Consumentenbond.nl is also highly appreciated by consumers for their score is 38%. Finally, DeFriesland.nl stands out from the crowd with a Conversion percentage of 34.

Number 2, CZ.nl, achieves a high Conversions (40%) among the providers as well. Other providers on the other hand score highly mainly on CX. If CZ.nl knows how to bridge this gap, or even better so to overcome it completely, they are to be a formidable opponent.

DSW.nl’s low Findability, but high Conversion

The highest Conversion is achieved by DSW.nl with a score of 52%. Within this research however, they are only found by as little as 4% of the respondents. Half of the 4% explains DSW.nl convicts them with their apparent good Selection, which causes a quite high Conversion score.

CZ.nl, ZilverenKruis.nl and Independer.nl have been sharing first place for the last few years

If we take a look at the last few years’ market performance, CZ.nl came in first in the 2016 research. The year after that, the provider lost a few points and became the runner-up. Last year, ZilverenKruis.nl (number two in 2016) was preferred by the orientating consumer. In November 2018, they dropped to the third spot. Independer.nl however shows a contrary evolution. In 2016 as well as in 2017, the provider made it to spot 4 and 5 but in this research, they came out a winner.

In the market overview of the last few years, shown is that providers tend to divert on their scores a little more. In 2016, most providers’ Findability score was largely the same (between 25% and 35%), however their scores now are quite divergent. Outliers concerning Conversion have always been there.

In 2016, DeFriesland.nl and AnderZorg.nl achieved a Conversion of 46% and 38%. In 2017, DeFriesland.nl has decreased in its Conversion slightly to 43%, but they still rise above the rest of the market. In 2018, DSW.nl solely is at the top of the game with a Conversion of 52%. Their Findability however is still very low.

Independer.nl scores best regarding Selection in the in-depth phase

The winner of this research is Independer.nl. The provider conveys an impression of independence and takes visitors seamlessly through the process of making different choices. By doing so, visitors feel like they will be shown the best Selection with a corresponding good price. Furthermore, the prominent offering of a free dental accident insurance contributes to the website’s visitors getting convinced to take out an insurance through this provider.

In the first impression, consumers point out they appreciate Independer.nl’s Selection best. Even when the consumer indulges themselves in different health care websites, Independer.nl scores a little higher than FBTO.nl and Consumentenbond.nl. The third spot goes to ZilverenKruis.nl, who knows how to stand out from the crowd when it comes to the elements Look%Feel. Through much interaction and smart design choices, it is made vert simple for visitors to choose from the wide range of different options and brands.

New: The Digital CX-Score

The Digital CX-Score is a display of the total website experience and has been based on questions regarding the themes Look&Feel, Selection, and Brand. For instance, the ability to quickly and clearly convey the website’s selection and the trust in the company behind the website. The score consists of a measured mean of all of these elements, in which the elements that have proven to have a bigger impact on the eventual preference weigh more heavily. Our analysis show for instance that elements such as Selection and Brand are considered more important in generating a preference than the element Look & Feel.

  • Digital CX-Score | Desktop
    Onderzoek Zorgverzekering
    Meting: November 2018
    Land: Nederland
  • Score
  • 1 Consumentenbond.nl 66
  • 2 ZilverenKruis.nl 64
  • 3 FBTO.nl 64
  • 4 DeFriesland.nl 64
  • 5 VGZ.nl 64
  • 6 CZ.nl 63
  • 7 Independer.nl 63
  • 8 Menzis.nl 63
  • 9 Unive.nl 62
  • 10 Anderzorg.nl 62
  • 11 Pricewise.nl 62
  • 12 Zorgwijzer.nl 62
  • 13 OHRA.nl 61
  • 14 Zorgkiezer.nl 59
  • 15 Rabobank.nl 59
  • 16 Ditzo.nl 59
  • 17 ZEKUR.nl 56
  • 18 Promovendum.nl 55
  • 19 Just.nl 43
  • Digital CX-Score | Smartphone
    Onderzoek Zorgverzekering
    Meting: November 2018
    Land: Nederland
  • Score
  • 1 FBTO.com 68
  • 2 Consumentenbond.nl 68
  • 3 Unive.nl 67
  • 4 Independer.nl 66
  • 5 Menzis.nl 65
  • 6 ZilverenKruis.nl 65
  • 7 CZ.nl 65
  • 8 Zorgkiezer.nl 63
  • 9 VGZ.nl 63
  • 10 Ditzo.nl 61
  • 11 OHRA.nl 60
  • 12 Rabobank.nl 60
  • 13 Zorgwijzer.nl 59
  • 14 Promovendum.nl 59
  • 15 Just.nl 54

Insights Update Health Insurance

Get free high-level results in the Insights Update Health Insurance November 2018
Download Now

Consumentenbond.nl and FBTO.nl score highest regarding Customer Experience

Consumers indicate that they’ve experienced the best customer experience with Consumentenbond.nl on desktop, and FBTO.nl on smartphone. Consumentenbond.nl achieved a CX-Score of 66 and is followed closely by ZilverenKruis.nl, FBTO.nl, DeFriesland.nl and VGZ.nl, who all score 64. When it comes to smartphone use, FBTO.nl and Consumentenbond.nl compete for the number one spot, with them both having achieved a CX-Score of 68. Unive.nl comes in third with a score of 67.

Consumentenbond.nl offers the best customer experience measured in this research. This is mainly due to the provider’s image. Consumers indicate Consumentenbond.nl’s “independence”, and point out “its good reputation and it is well-known.” Consumentenbond.nl take their reputation very seriously, for even from the home page the website offers help in the shape of the so-called ‘care team’. Another positive aspect which comes up is the website’s clear and easy fill-in fields. Consumers explain: “Easy fill-in fields and it is possible to exactly point out whatever you’d like to be in your insurance. Also, it is taken into account whether or not the nearest hospital is contracted”.

The need for a website to be clear becomes apparent from this remark: “Visiting some websites it takes up to 10 minutes to find the information you need. Not here. Within seconds you’ve found it, which means the website is functional and accessible for anyone”.

FBTO.nl’s nice and clear design

In other rankings, health care comparers achieve the first spot. However when it comes to smartphone and CX, FBTO.nl comes out a winner, even if the first spot is shared with Consumentenbond.nl. FBTO.nl practices their preach, which is highly valued by their website visitors. The proposal “Choose the health care insurance that suits you” becomes reality because visitors are guided through all steps, and are able to mix and match their insurance by the use of buttons. CX and message complement one another. One consumer mentions: “The FBTO.nl website is designed very well, clearly and a straightforward content”. The smartphone website is “modern”, “fast”, “works properly” and “looks good and shows prices immediately”. Furthermore, consumers point out that FBTO.nl comes across as trustworthy.

Less visuals, more text

It is remarkable that FBTO.nl, Unive.nl and ZilverenKruis.nl all tend to add more text and take away visuals when website visitors indulge themselves in the orientation process. Their information stratification is designed properly and coincidently their scores come in on spot 2, 3 and 4 when it comes to CX.

Some research Insights

  • Independer.nl comes out a winner: the comparer achieves a Digital Sales Score of 29. With an 8-points difference, CZ.nl follows with a score of 21 and the third spot is taken by ZilverenKruis.nl.

  • Number 2, CZ.nl, achieves the highest Conversions among the providers as well. However, other providers on the other hand score highly mainly on CX. If CZ.nl knows how to bridge this gap, or even better so to overcome it completely, they are to be a formidable opponent.

  • The best customer experience, which is summarized in the Digital CX-Score of 66, is achieved by Consumentenbond.nl on desktop. On smartphone, FBTO.nl comes out a winner with a score of 68.

  • FBTO.nl practices their preach, which is highly valued by their website visitors which is highly valued by their website visitors. The proposal “Choose the health care insurance that suits you” becomes reality because visitors are guided through all steps, and are able to mix and match their insurance by the use of buttons. CX and messages complement one another.
  • It is remarkable that FBTO.nl, Unive.nl and ZilverenKruis.nl all tend to add more text and take away visuals when website visitors indulge themselves in the orientation process. Their information stratification is designed properly and coincidently their scores come in on spot 2, 3 and 4 when it comes to CX.

Goal and Relevance of the research

The goal of this research is to exactly map the digital experience of potential customers who are orienting themselves with health care insurances. It is important to capture the consumers’ choices and their reason why choosing a specific company. WUA worked on a proven model for the last 10 years, which shows as precisely as possible what customers want, whatever are the best practices and the obstacles per provider. A custom-made rapport is available within two weeks, including a get-to-work workshop on location and an accompanying presentation.

HealthInsurance Insights Update November 2018

Download the new edition of the WUA Health Insurance Insights Update November 2018 here. In this update we give you the current measurements of November 2018, next to that we give you a preview of the numbers in the health insurance industry. A full report with take-outs for you as a health insurance provider is available within 2 weeks.